加盟總部運用不同控制機制對加盟意願之影響－以服務協助為干擾變數

隨著競爭激烈及全球化的影響下，越來越多企業注重買賣雙方之間的長期合作關係，根據台灣連鎖加盟暨協會2018年的統計資料，2017年登錄的連鎖總部已有2,781家，總店數超過10萬，其中直營店有47,307間、加盟店有55,080間，比去年總部數增加1.5%，總店數成長率為2.5%，連鎖加盟產業能快速展店並在過程中維持產品、服務的一致性、品牌的品質及競爭優勢，對連鎖加盟關係之間的管理對於加盟總部而言相當重要且具有挑戰性。但是加盟總部和加盟者處於長期合約合作但動機並不完全一致，則可能存在潛在代理問題，所以關係持續中除了光明面，亦存在著黑暗面。因此控制對滿意度不應該只是直接的影響，而是程度上的影響反而達到更好的控制效果。本研究主要以加盟者的觀點，瞭解連鎖加盟總部如何管理加盟者，並探討加盟總部控制機制對關係持續有倒U型之影響，且服務協助如何調節組織控制與關係持續間的關係。本研究採取紙本問卷與網路問卷發放，共回收156份有效問卷，研究結果發現服務協助有助於弱化行為控制及強化結果控制和關係持續倒U型的效果；行為控制對關係持續具有倒U型之影響關係。整體而言，本研究貢獻有助於增進連鎖加盟、組織控制、權力依賴理論、關係持續等相關文獻的瞭解，除了提出理論與管理意涵外，本研究亦提出限制以及未來研究方向。

關鍵字

連鎖加盟；組織控制；服務協助；關係持續

並列摘要

Under the influence of competition and globalization, more and more companies pay attention to the long-term cooperative relationship between buyers and sellers. According to the statistics of Taiwanese Chain Stores and Franchise Association in 2018, there are 2,781 chain headquarters registered in 2017. The number of stores exceeds 100,000, including 47,307 directly-managed stores and 55,080 franchise stores, an increase of 1.5% compared with the number of headquarters last year, and the total store growth rate is 2.5%. The franchise can quickly expand stores and maintain products in the process , consistency of service, brand quality and competitive advantage, the management of the franchise relationship is very important and challenging for the franchise headquarters. However, if the franchise headquarters and franchisees are in long-term contractual cooperation but the motivations are not exactly the same, there may be potential agency problems, so in addition to the bright side, there is also a dark side in the ongoing relationship. Therefore, control should not only have a direct impact on satisfaction, but rather a degree of impact to achieve a better control effect. This study focus on how franchise headquarters manage franchisees from the perspective of franchisees, and discusses the influence of franchise headquarters control mechanism on the relationship U-shaped continuation, and how service assistance can regulate the relationship between organizational control and relationship continuance. The results of the study found that service assistance helps to weaken behavior control and strengthen outcome control and the effect of continuous relationship reversal. U-shaped influence relationship. Overall, the contribution of this research helps to improve the understanding of related literature such as franchising, organization control, power dependence theory, and relationship continuity. In addition to the theoretical and management implications, this research also proposes limitations and future research directions.